Paragon Footwear to tap athleisure market with new brand 'Eeken'

By

Isabelle Crossley

Published
Dec 24, 2019

Paragon Footwear launched new athleisure and lifestyle brand Eeken in Mumbai on December 24 to cater to a younger audience. The brand’s maiden collection features 80 footwear designs. 

 
Paragon Footwear aims to see revenue of Rs 500 crore ($75.2 million) from its Eeken brand, it announced in a press release.

For the first phase of the launch, Eeken will expand into markets in Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad, and Bangalore. The second phase will see it expand into other Indian metros. Paragon will tap into its retail network of over 2.5 lakh retailers across India to distribute its Eeken products. 

“India is the fastest growing market for athleisure and sportswear,” said Eeken’s EVP marketing Sachin Joseph, in the brand’s press release.

“We are thrilled to bring our top of the line offering to our loyal consumer who are young, ambitious and always on the move. The Eeken range will please discerning audience across age groups. Paragon is renowned for quality, durability and value for money amongst its consumer. With Eeken we will push the envelope for design and style in athleisure and lifestyle segment.”
 
Eeken products are designed in London, UK, and manufactured in India. The range retails from Rs 999 to Rs 2,000 and features flip-flops, sandals, and shoes designed for a Gen Z audience aged 18 to 25.

The brand’s name is taken from “weekend” and its product selection is intended to focus on leisure activities with the brand’s theme of “weekend everyday”.